焦點

花費時間在線性TV視聽的消費者:雖然市場變動，但是預計長期性轉移至隨選視聽將減少

本報告書的特徵

TV廣告市場目前狀況分析

配合消費者視聽習慣變化的TV廣告市場上需求識別

討論課題

Netflix的無廣告模式:減少一般市民對廣告的接受度層級嗎？

消費者在各種設備、服務、播送技術往返中，評估機關能正確掌握視聽習慣的變化嗎？

目錄

Product Code: ME0003-000549

Synopsis

TV advertising revenues continue to grow at a healthy rate globally - the $173.7bn generated in 2014 will increase to $224.1bn in 2020. Long-established TV players have innovated to counter threats from digital.

Introduction

TV advertising revenue continues to grow at a healthy rate globally - the $173.7bn generated in 2014 will increase to $224.1bn in 2020. While digital advertising formats are providing strong competition to television, long-established TV players have innovated effectively, so ensuring the sector has successfully countered threats that may have led to TV ad revenue migrating to digital.

Highlights

The time consumers devote to linear TV viewing will continue to fluctuate from market to market, although it will ultimately decline on a long-term basis - as a result of audiences shifting to on-demand viewing.

Features Benefits

Analyzes the current status of the TV advertising market

Identifies what the TV advertising market needs to do to cope with changes in viewing habits

Questions Answers

Is the ad-free model promoted by Netflix reducing public tolerance for advertising?